The Beginning of BRADELIS—Sharing the Moment That Changed Everything
The Bra That Started It All
The story of BRADELIS began with a life-changing encounter experienced by our founder, Akiyo Hirakubo, had while studying in the United States.
When I Thought
I Knew My Size
At the time, she believed her bra size was 32B. But during her time abroad, she gained about 13 pounds and started noticing subtle changes in her body shape.
Even so, while she adjusted the size of her clothing, she kept wearing the same bra size she always had. Back then, that was completely normal. You might rethink your dress size, but not your bra size.
A Fitting at a Lingerie Shop
One day, her roommate Joan took her to a lingerie shop. When the fitter brought out a bra, our founder was certain it couldn’t possibly be her size. It looked obviously too big.
But as the fitter gently guided the tissue from under her arms and across her back into the cups, the bra settled onto her body with surprising ease. The size was 34D. What she had assumed was just extra fullness was actually her bust all along.
“This was mine all along?!” she often says, remembering that moment with equal parts surprise and joy.
That experience was about more than simply discovering a new size. It changed the way she thought about lingerie. She realized that undergarments are not just decorative, and not just something to hide beneath clothing. They can gently support and shape the body toward its natural contours.
Learning to Choose Lingerie for Every Occasion
She was also inspired by Joan’s approach to lingerie. For everyday wear, Joan chose briefs that comfortably supported and covered the hips. For dates or special occasions, she enjoyed beautiful lace lingerie. That was when our founder first realized that lingerie could have its own sense of occasion. She later experienced for herself how wearing fuller-coverage briefs over time gradually helped improve her hip shape. Not by squeezing or hiding the body, but by gently supporting it and enhancing its natural shape.
From Personal Experience to Product Design
That realization became the starting point for BRADELIS’s shaping philosophy. That is why , we have never focused on appearance alone. We carefully consider where fullness has shifted, how it can be guided back to its natural position, and in what order the body should be supported to help each person reveal her own unique beauty. Every piece we create is designed with that thoughtfulness in mind.
Sharing That Moment of Joy
with Our Customers Today
“We can change so much with the right lingerie.” That feeling our founder discovered that day is what she would like to share with women in Japan—and now with women everywhere.
Through lingerie, we hope to gently support every customer and help bring out the beauty that is uniquely her own.
Discover the comfort and beauty of BRADELIS lingerie, designed to fit your unique body.
Discover the Right Fit for You
FAQ
How was BRADELIS New York founded? +
BRADELIS New York was founded after founder Akiyo Hirakubo experienced a life-changing bra fitting while studying in the U.S. Realizing that proper support could transform her silhouette from a 32B to a 34D, she was inspired to create functional lingerie that enhances natural beauty.
Why is a professional bra fitting important according to BRADELIS? +
A professional bra fitting ensures that shifted tissue from under the arms and back is properly guided into the cups. Rather than squeezing or constraining the body, a proper fit gently supports and elevates your natural contours.
What makes BRADELIS lingerie different from traditional innerwear? +
BRADELIS focuses on body-shaping philosophy and functional design rather than appearance alone. By understanding where body fullness shifts, BRADELIS designs lingerie that supports the body in a specific sequence to reveal each person's unique shape and beauty.
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